<![CDATA[This study examines the influence of customer experience on brand loyalty within the Indonesian e-commerce industry, focusing on key factors such as website usability, personalized service, and post-purchase support. Using a quantitative approach, data were collected from 600 online shoppers across various e-commerce platforms in Indonesia. Structural Equation Modeling (SEM) was applied to analyze the relationships between customer experience dimensions and brand loyalty. Findings indicate that a positive customer experience significantly enhances brand loyalty, with personalized service and user-friendly website design being the most influential factors. The results suggest that e-commerce platforms can build stronger customer loyalty by improving usability and offering tailored experiences that meet individual customer needs. These insights provide valuable implications for e-commerce businesses seeking to retain customers in an increasingly competitive digital landscape.]]>
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